VOW has started 2019 with a real statement of intent – launching more than 3,000 new products in its January catalogue. The bumper number reflects the wholesaler’s commitment to core categories, while meeting the demand from dealers for new products that open the door to new customers. The catalogue has also been snapped up in big numbers, with 350,000 orders underlining its enduring importance in the modern marketing mix.
“Our dealer network continues to tell us that they want the best of both worlds: more products to sell to their existing customers as well as innovative ideas to act as door-openers to new business,” explains Debbie Nice, merchandise director at VOW. “So our strategy is to continue to focus on the evolution of our core categories like office products and printer supplies, while at the same time diversifying into up and coming areas like education, FS and furniture.”
VOW’s proactive stance reflects changes in consumer demand within the office and society as a whole. There is an ever-increasing demand for environmentally-friendly and Fairtrade products, as well as for more contemporary furniture solutions – reflecting the shift to remote and flexible working. Add to this mix an increase in high-profile TV advertising launches like Gorilla Glue, and you can see why VOW is bullish about exploiting opportunities on behalf of its dealers